The billboard (July-Dec 1895)

BILLBOARD ADVERTISING is the Official Organ of the KENTUCKY Bill Posters' Association. The Trade Papers. Trade papers and class publications are bought by those ■who have time to read. To the intelligent advertiser this means a great peal, for, by far the great- er numberof newspapers are purchased, glanced at only, and thrown away. One of the very best booklets we have received this season is No. 2 of the series issued by Paper and Press, of Philadel- phia The first page of the cover and the advertisement of Chas. Eneu John- son's Inks, are especially attractive. • Advertisements in trade papers are as eagerly read as the other portions of the paper. Then, too, space in mediums of this class is sold at reasonable rates. Billboard Advertising believes in trade papers and class publications, that is to say, we believe in their efficiency as advertising mediums. This of course is only natural, as we are that sort our- selves, but there are many more potent reasons, of which we will have more to say at some time in the future. The Starchroom, published by The Starchroom Publishing Co, at 59 and 61 . Washington street, Chicago, is an admir- able journal devoted to the laundry trade. It is ably edited by Mr. G.H. Bishop and is easily the leading journal of its class. CHEAP ADVERTISING DEAR. The trouble with a great many advertisers in trade journals is that they except too much from that source. They expect the advertisement to do more work than their best travelers, whose expenses are as mnch in one month as the yearly cost of the advertisement. As a rule, no atten- tion is given to the advertisement except per- haps a change of wording once in six months. Imagine the big (?) orders your travelers would receive if they simply handed their card to a cus- tomer and said they would sit down and wait for an order. This is how the advertisement in the trade paper is treated. Why not change your advertisement every month? Speak to your customers through it the same as your traveler would talk to them, and you will soon discover that the trade paper is the only medium. The publisher of the best journal in existence can only sell you space and guarantee circulation among your probable buyers. He cannot guar- antee that the advertisement will pay you. That rests with yourself. You must use the space to your best advantage, and last, but not least, do not give your travelers all the credit for the year's business. Another mistake advertisers make is that they look too much for cheap adver. tising. When you are sick do you look around for the cheapest doctor? Or, if you want to en- gage a lawyer, do you look for- the low-priced and most obscure? Certainly not. The best evidence of the value of apaperasan advertising medium is its ability to secure and hold the best class of advertisements.— McLean Journal. Trade Journal Advertising. Those who speak lightly as to the efficacy of trade-journal advertising have evidently not given the subject that consideration which it merits. We believe that the facts will bear us out in the assertion, that more can be accom- plished, with a given amount of expenditure, through trade journals than in any other way. By this we mean that let two articles be of equal - merits-one of which, is adapted to the members of some branch of a trade, and the other for the public in general—and it would take, in all like- lihood, three or four-times as mnch money to secure the same 'reputation for and results from the latter as from the former. What can be ac- complished in tiie shoe and leathertradcis being demonstrated right along. We have in mind numerous cases where the most wonderful and satisfactory results were achieved. One house whose business was\ not satisfactory and which produced an article which is no more of a spec- ialty than plain sole leather, calfskins, or linings decided, after much persuasion, to appropriate $5,000 for advertising purposes during a recent year. Arrangements were made with a number of the leading trade journals for a page of space regularly, A man with original ideas carefully prepared the announcements and saw that they were inserted in a way calculated to accomplish the most good. What was the result ? Well, it will be almost risky to tell, because some of the Doubting Thomases may smile and shakes their heads with incredulity. The plain, unvarnished truth, however, is that the expenditure brought back something like 5.000 per cent of gain, although it was undertaken, with considerable forebodings of failure. In another case an arti- cle used in connection with footwear "was given such a reputation through the trade-press in the space of about four months that every retailer in the country now demands it. There are scores of other illustrations which might be cited, all of. which show that the trade-press offers a field which is absolutely unrivaled for the obtaiuing of results by the expenditure of a comparatively small amount of money. Indeed, it is question able, whether too good results are not often secured to be advantageous to the publishers of trade journals, because those whose business so speedily developes tremendous proportions are not inapt to get the idea that the g iin is attributa- ble to some other reason than alvertising. In other -words, they get such an ex .Ited opinion of their shrewdness that they consider themselves too important to longer depend upon the publi- city to be secured from the trade-press. The natural result in many such cases is that the ' period of decadence sets in. Then, unless they are shrewd enough to renew their efforts in the direction of advertising, they are very apt to for- ever afterward decry the value of printers* ink —Shoe and Leather Facts, Philadelphia. The man who neglects to read his trade paper can never hope to be thoroughly up in his busi- ness. He may know a great deal .about what is going on in his own office, but his ignorance of what is transpiring on the outside of it, is mag- nificent and monumental. — The Starchroom, Chicago. July 35th, 1895. Editor Billboard Advertising, Cincinnati, O. Dear Sir: It is not because we do not appreciate the good work Billboard Advertising is doing for the craft (but simply the rush of misincss) that St. Louis has not ere this taken advantage of your kind offer of the use of your .columns, and through them extended our thanks to the adver- tisers for the substantial support and encourage- ment shown us in our effort to give them a ser- vice such as they have not been accustomed to in St. Louis. Less than one year ago I took the management of the St. Louis Bill Posting Compauy, and was given carte blance by Mr. R. J. Gunning, our president, to provide for the advertisers a plant, covering every artery and thoroughfare in the city. A plant that would be a credit to and up- hold the name of "Gunning," which guaranteed and carried with it a weight with every adver- tiser in America and Europe. The results have fully demonstrated that if the fraternity will pro- vide a service that will ensure a first-class dis- play, there will be no lack of patronage, and a few cries of dull times. Our boards have been constantly occupied all summer, and have con- tracts running, with "Adams Pepsin Gum, Enameline, Benedictine,, Scourene, Mephisto Cigar, Johann Hoff Malt Extract,,' and the Local Advertisers are taking up our medium, very little of which was done in that line, heretofore. In the month of May we billed the Barnum-Bailey Show, and the Ringling Brothers' Circus, all the Theatres being open, and large contracts running 75,000 sheets of paper on our boards at one time, and all customers more than satisfied with the display given them, all of which goes to show that if you do business in the right way, you will find no lack of it to do. Thanking you for allowing us so much space, we remain, Yours sincerely, St. Louis Bill posting Cojipakt, By Chas. K. Hager, Secretary and Manager. Mr. M. J. DOOLEV. This is M. J. Dooley, of Atlanta, Ga. He was born in Concord. N. H., October, i8s4, and re- ceived his education in the public schools of Chicopee, Mass. He removed to Columbia, S. C, going on the first steamer that teit the New York harbor after the close of the war. He started the bill posting business in Columbia in 1871, and continued it in that city until 1880. Since that time he has conducted the bill posting busi- nessin Atlanta, being the only bill posterin the : city. He has 25,000 feet of boards, and is now erecting 10,000 more for the big Exposition this Fall. He has never had a complaint since he started in the business. In addition to his regu- lar vocation, he also has the program privilege in both theatres in Atlanta. He is a member of the A. B. P. A. .-"X Lee Bros,, & Co., city Din posters at Santa Rosa Cal., write as follows: "We enclose herewith our advertisement which please run six months. We have been taking your paper for some time, and must say that we are well pleased with it and believe that it is the duty of every bill poster to support and maintain the publication by every means in their power." The Ideal Paste Mixer was on exhibition in the paste rooms of Walker & Co., and was generally approved by those who witnessed it in operation. It is manufactured by the Ideal Paste Machine Company, of Davenport, Iowa. M. E. Ochs is general manager of the company, and C, N. Kewcomb invented the contrivance. E. G. Fleisher the bill poster at Tarentum, Pa. says: "I think Billboard Advertising is one of the brightest sheets I have seen. Every bill poster and every business man should have it always on hand. I -would not be without it under am- circumstances." Billboard Advertising has received through the courtesy of W. A. Caswell, Sacramento, Cal. a copy of Constitution and By-laws of the Pacific Coast's Bill Posters Association, together with the proceedings of the Seventh Annual Convention of the Association. L. N. SCOTT. On page 3 of this issue will be found a remark, ably good likeness of Mr. L. N. Scott, who owns and controls the boards at St. Paul, Minn. Mr. Scott manages the Metropolitan Opera House in St. Paul, The Grand at Minneapolis, and The Lyceum Theatre at Duluth, in addition to his advertising business. He was born at Petersburg, Boone County, Ky. May 10th, 1858 ; went to school until fifteen years of age, and engaged in the steamboat business in the capacity of clerk on the Ohio, Tennessee and Mississippi Rivers, corning to St. Paul, Minn., in April, 1876, where he entered the employ of the St. Louis and St. Paul Packet Company, as ware- house clerk with Capt. J. H. Reaney, who was agent. He remained in that capacity until the death of Capt. Reaney, when he was promoted to agent of that Company in St. Paul, to succeed him. He afterwards became general agent of the Line, and private secretary to Commodore Wm. F. Davidson, who was Presideut of the Company, and through him he assumed the management of the Old Grand Opera House, of this city, in 1882. At the same, time he became proprietor of the bill posting business of this city, -which he has retained up to the present time, and through his efforts the business has been placed on a firm basis. The bill posting is not handled any better in any city in the United States'than in St Paul, ' '• -' MR. R. J. GUNNINd. The above portrait is that of a man whose name has probably been written more miles in length than any other person. This is Mr. R. J. Gunning, Founder and President of the progres- sive outdoor advertising concern which bears his name, and also principal stock holder and prime mover in the affairs of the St. Louis Bill Posting Co. Mr. Gunning's personal acquaintance with his particular friends—the great general adver- tisers—is so extensive that a sketch of him seems superfluous. We therefore content ourselves with presenting his picture, for the benefit of those in the trade who have never had the op" portanity of meeting him personally. B. W. Suydam, city bill poster at New Bruns- wick, N. J , writes: Enclosed please find $1.00 for that newsy little paper. Billboard Adver- tising. Its visits will be ever welcome. BUFFALO BILL BOARDS. Editor Billboard Advertising : A great deal has been said about amusement enterprises confining their advertising exclus- ively to newspapers, and abandoning the bill boards. This order of things has been entirely reversed here this season; all the summer attrac- tions, including Base Ball games, are advertised by posters alone, not a line of paid advertising in the press. * '• * In your July issue mention was made of a gigantic edition of distributing matter being put out by the World's Dispensary Medical Associa- tion with headquarters at 66j Main Srrcet. but vou neglected to add Buffalo, N. Y. As this is a ^arge concern, presided over by the well-known Dr. R. V. PieTce. and as they are just beginning to appreciate house to house distribution, i might be well for all in this line of work to fur- nish them with their addresses. * « * Buffalo boasts of one of the largest poster printing plants in the world, that of the Courier Company, who like to ha\*e their imprint read, "Fire Proof." They have had to add Litho- graphy in order to compete with Cincinnati in Show Work. In fact very few pine boards and chisels are used now in modern pictorials. « , • Your personally guaranteed service renders your list of distributers valuable to large adver- tisers, and should contain the name of every wide-awake man handling advertising matter. Generally concerns who put out circulars and samples are at~a loss to readily obtain reliable persons to distribute them, and when a list like yours is before them with boys banished and frauds weeded, it is needless to say business follows. * . * The Quiver Establishment is mailing samples of a unique Puzzle Folio that answers for an ad vertlsing folder suitable for any business, and is often used by firms having no special matter of their own to distribute. The price being only $l.eo per 1000 with the $2.00 added for distribut- ing makes cheap and effective advertising. * * * Whitmier & Kilbrick our enterprising bill posters, control the business in Buffalo and have branched out into mural work considerably. Margie. Buffalo, N. Y., July aoth, 1805. BIL LBOARD ADVERTISING ^^^S^!Sx^vS^ySrSKS^m^mT^S^^^XM^ 1 The Rochester Bill Posting Co., ED. A. STAHLBRODT, Manager Bill Posters, Distributers and General Advertisers. No. 16 and 18 Mill Street, ROCHESTER, N. Y. THE ERIE BILL POSTING CO. ED. A. STAHLBRODT, Manager. Bill Posters, Distributers and General Advertisers, No. 10 North Park Row. ERIE, PA. fir. E. C. DONNELLY, Of the celebrated Boston firm of .bill posters, John Donnelly & Sons, is an exceptionally bril- liant young man, who wius the respect and ad- miration of all who have the good fortune to meet him. It is due in a great degree, to his well directed efforts that ht$ firm has secured its world-wide reputation. Mr. Donnelly is one ot the new school of bill posters, which is rapidly placing the business in the front rank of adver rising mediums. The Association is to be congratulated in se- curing Mr. Donnelly's valuable services as a member of the Executive Committee for the ensuing year. Championship Medal. Billboard Advertising offers a val- uable gold medal set in a badge, pen<la-t to the bill poster who can hangatw«rn'\- four sheet stand in the quickest limr. The contest is open to bill posters and emp'oyees of bill posters throughout the Vailed Stales and Canada. The medal will be awarded December the first next and the result of the competition will be published in the Christmas number. The conditions are as follows, viz: The stand must be hung by one man from single sheets in the presence of three reputable witnesses, one of whom in case the contestant is an employee, must be his employer. Time must be kept by a duly authorized timekeeper, and will commence with the first dip of the brush and end when the last sheet has been rubbed in. There are no other condi- tions, no entrance Tees aud no qualifica- tions other than stated herein, but reports must be'full and explicit. Time, place and conditions must be fully and accur- ately BjjBted The work when finished mu9t have been well done, and the affida- vit of the time-keeper must accompany the account of the contest. All reports must be mailed to Billboard Adver- tising prior to November 20th, if 95. The Commercial Union obseives: The utility of fence board advertising is illus- trated In the following mix-up, caused by repairs in the fence: Bathe your baby with—sparkling lager beer. Printers' Ink in reproducing the arti- cle gives it the headline, "it doesn't hap- pen in newspapers. Tbe fact is, it happens in newspapers with far greater frequency than any other medium. KENTUCKY ONCE nORE. Interest in the Association reviving. Tbe dark and bloody ground will make a good showing by next summer. Messrs. Heverln, Falrchlld and Ramsey doing yeoman service In .the good cause. The Kentucky State Association of Bill Posters which has been allowed to languish of late, begins to show signs of new life. Messrs. Ramsey Heverin and Fairchild are injecting new vigor into the body, which will soon result in a conven- tion at which action will be taken, looking to the permanent establishment of the organization. The following names are members of the organ- ization. Ramsey & Co., Paris. Ramsey & Co., Lexington. G. H. Otting & Son, Newport. J. W. Keller, Georgetown. E. S. Tribble, Henderson. J. Boyle Nichols, Danville. E. T. Heverin & Bro., Louisville. w. K. Cardwell, Harrodsburg. O. P. Fairchild, Covington. Thos. Heffner, Frankfort. P.G.Hall, Mt Sterling. W. H. Cummings, Cynthianna. S. H. Clark, Faducah. W. P. Baxter, Richmond. K. K. Ross, Ashland. Bat-son, The Bill Poster, Winchester. T. S. Baxter, Shelhyville. THE DONALDSON GUIDE. The scope of the Donaldson Guide is to be broadened. Hereafter instead of being merely a Guide for circuses and theatrical managers, it will be made a manual for advertisers. Possessed of this valuable work, an advertiser will be able to obtain at a moments notice the names of the bill posters and their street ad- dresses, the names of distributersand their street addresses, and the names and addresses of print ing houses, the names of the newspapers and their managers and editors. It will cover this field thoroughly and will embrace both the United States and Canada. The price'of the book will be $3.00. Advertising rates will be very low. Boom the billboards ! Advertise in Billboard Advertising. It reaches the advertisers. Through the kindness of Mr. George Hartford the energetic, hustling manager of Car Xo. 2* we present herewith, a good picture of the car and crew. They say George is the best man the Ringling Bros, ever had on Car JTo. 2. His many Cincinnati friends hope he will spend the winter among them. Just listen to "Hote" in a recent interview. •'The dull, dead posters that are hard to read, that the magazines put out, make me tired. It's waste of money. The Century Company sticks up pictures of a Napoleon hit by a club, riding on a horse struck by lightning. Scribners stick up an outline sketch of some second hand Roman which may be aesthetic, but none of them get bold, aggressive readers and illustrations out, Uke'Hires Root Beer. Our September Number will contain a splendid photograph of the ladies and gentlemen who were guests Of Walker & Co., during the late convention. Secretary's Office Ohio Biu Posters As- sociation. Billboard Advertising Co., - ' Cincinnati, O. Gentlemen ; I take pleasure in notifying you that at the Annual Meeting of the Ohio Bill Posters Association, held at Columbus, O., April 36th and 27, your paper. Billboard Advertis- ing was adopted as the official organ of this as- sociation and was endorsed as a good thing for our craft. Yours very truly, Charles F. Brvas, Sec'y, Ohio Bill Posters Association. LIKE THE ASSOCIATION .METHODS. DR. KILMKR & CO., Standard Remedies. Binghamton, X. Y. July 22, 1S95 George Leonard, Esq., Grand Rapids, Mich., Dear Sir: Our Manager of this Department, Mr. Redington, has just completed a tour through Ohio, and has contracted with every member on the list of Bill Posters' Association of that State, for the distribution of our advertising matter, commencing on or about September 16th, and to be repeated each three months during the year following. So well are we pleased with the Manager's report of the man ner which the Ohio Association men perform this service, that we have decided to secure the services of every Association Bill Poster in the Union if possible, and accordingly' request that you will forward us a complete list of such members in your State, that we may correspond with each. TSTe enclose stamped addressed envelope for reply. Yours very truly. Dr. KILMER & CO. CHICAGO, ILLS.. AUG. 20th. At the meeting of the Illinois Bill Posters' Asso- ciation, which takes place in Chicago on the aoth next, it is propable that Ed. A. Stahlbrodt, C S. Houghtaling, O. J. Gude, Geo. M. Leonard, Alex Harbison, and Pat Shannon will be present to address the convention. It goes without saying that their will be a great gathering. COMPLETE FAIR DATES. Next week the Dramatic News will publish a complete list of Fair dates for 1895. This list embraces the entire country, and is copyrighted by the exceedingly useful Cincinnati publication known as Billboard Advertising. The Dramatic News has made a special arrangement with the paper named for the use of this very valuable list. Managers of combination of every descrip- tion will benefit their interests by making sure of obtaining an early copy of next week's paper — Dramatic-Yews, June 20th, l8oj. A POINTER FOR YOU. Just think how much good Billboard Adver- tising would do you in the hands of your local merchants, they would read it, because adver- tising is the great business problem of fhe day, it will convince them, because it gives facta and practical arguments. Send us One Dollar and we will send the paper three months to any twelve merchants you name. Detroit, Mich. July 20th, 1895 Editor Billboard Advertising, ~""* Dear Sir: The convention of The A. B. P. A that lately closed its deliberations in our city was a surprise to many of our citizens, advertisers in particular, who did not expect to see such a body of representative men and our newspapers'were justified in comparing it creditably, with the great number of conventions of other Associa- tions, orders, etc., that have been held here in the past few years. This besides being our due is high- ly complimentary as "tbeCityoftheStraits" is fast taking the lead in numbers and importance cf such gatherings. Conventions of this character are undoubtedly the best medium for the advancement of this great calling, the exchange of ideas, the benefit derived from practical business views en- tertained by members together with friendship made all aid in the highest degree, the cementing in one vast chain the brotherhood of bill posters. Furthermore in Billboard Auvbitisqcc the profession have a journal whose columns are always open to the discussion of matters, of weight couceruing the business whose value can- not be estimated on paper,-hut eventually will be seen on the ri ri ht side of onr cash books. As your space for August will be necessarily crowded with convention matters aud viaws of others that are far more important than ours, we will close by wishing everybody success connected with the A- B. P. A. of the United states and Canada. Respectfuly yours, James E. Henry & Son. The convention of the Illinois State Bill Post- ers at Chicago, Augusj 20th next promises to be a regular record breaker in point of attenpance. Every bill poster in the state of any importance, with but two or three exceptions have signified their intention of being present* "WE STICK UP FOR ALL" ! SEETT \ SAN DIEGO |BiIi Posting Co. , SAN OIEGO, CALIFORNIA. , FRED. F. STUTTZ, Mgr. /}lba0yQtyBilipost.i?<$Q>, J. Ballard Carroll, Manager. ill ill 111 ill % 35 Beaver Street, ALBANY, N. Y. r| If 88*' M id - -.si yii